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It is a cliché that effective leadership impacts company performance greatly. Behind any successful company is a leader that delivers. One such leader is Naveen Jain. Throughout his career, starting with a 7-year stint at Microsoft Corp and followed by the remarkable performance of InfoSpace, his initial attempt to establish an Internet company, and subsequently, a repeated success at his newest venture, information commerce firm Intelius.

What makes Naveen Jain an effective leader is the fact that he possesses several traits and exhibits behaviors that influence company and employee outcomes positively: vision, confidence, and dedication. The most important element of all is a clear vision and mission. His work has been built around a vision of information commerce. The mission has always been the improvement of the quality of life through the powerful integration of information and technology.

Another important quality is his confidence about his capabilities as a leader. Backed by excellent credentials, and convinced of his ability to steer his company forward, Naveen Jain is daring and aggressive when it comes to grabbing growth potentialities.

In addition to all these, he believes in the meaning of his work. In this technological and digital era, information is valuable and critical. He is at the forefront of bridging the information gap that restricts the ability of individuals and businesses to make wiser decisions every day. His firm, Intelius, provides public records to people anytime, anywhere, to guide them in decisions important in the personal and business aspects of their lives.

When hiring an employee or choosing a nanny, the firm offers on demand background checks that deliver real-time results. Faced with the threat of credit card theft? The company supplies an identity theft prevention product that puts credit card monitoring on autopilot. Longing for a way to meet up and reconnect with old friends? Naveen Jain’s firm has the strongest people search capability in the business, powered by 20 billion public records stored in its database.

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Brand Identity is a promise. One given from business to customer to expect certain things. Whether that promise involves product quality, service, price or a million other things varies from brand to brand. But the one thing common among all brands is the need to be a strong brand.

Why is brand identity so critical?

A strong brand identity can position a company above its competition all by itself. But having a brand that’s strong takes time, money and effort to develop. It’s not as simple as just redesigning a logo or rewriting a tagline. Brand identity is the reason you offer for your customer to choose you instead of your competition.

How to rework your brand identity

Successful re-branding involves “evolution,” not “revolution.” You must impress upon your existing customers that your new brand is just a new and improved version of the same you. It’s important to not get too crazy with a re-branding effort because you could end up destroying fragile emotional ties and customer loyalty.

Brand identity is much more than marketing

Having a brand identity that resonates with your market is important, but not at the expense of the people within your company. They need to not only get it, but also be your brand’s most fervent ambassadors. Do your employees believe in your company? Do they feel like they have a vested stake in its success? Companies with solid brand identities can say yes to these questions. Can yours? If not, here’s some things you can do:

1. Get every aspect of your company on the same page: Easier said than done, right? Well, that doesn’t mean it’s not necessary. Get all your departments talking to each other and understanding each other.

2. Promote everyone to the position of brand ambassador: Give everyone a common understanding of the company, its mission and their part in it. They should feel like they have ownershipeven if they don’t.

3. Reinforce brand values and behaviors: To do this, use the tools you have, such as internal communications…and like a good basketball coach, consistently promote these fundamentals until they’re second nature.

Your employees will ultimately determine your success or failure. That’s why it’s so important to have them buy into your company’s brand identity. However, that’s not something that can be forced. You, as leadership, must earn it. But once you do, you’ll have a company that is full of happy, motivated successful brand ambassadors.

Scott White is President of Brand Identity Guru a leading Corporate Branding and Branding Research firm in Boston, MA.

Brand Identity Guru specializes in creating corporate and product brands that increase sales, market share, customer loyalty, and brand valuation.

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